<![CDATA[During the current Covid-19 pandemic, many people increase their immune system by consuming whole milk. This study aims to identify consumer characteristics, analyze the influence of lifestyle, price, place, promotion, product quality on the desire to buy whole milk pillow packaging during the Covid-19 pandemic and identify the purchasing decision making process. This research was conducted in July-September 2020 in Salatiga City. This type of research is descriptive quantitative. The sampling method used in this study was purposive sampling. The sample collected by 60 respondents was with the criteria of consumers who had consumed more than once and the age of respondents more than 16 years. The analysis method used is multiple regression analysis techniques. The results showed that: the characteristics of the respondents were the most 41 people (68.3%) is female, 24 people (40%) 21-30 years of age, based on the employment of 25 people (41.7%) is a student, monthly income of Rp.500,001–Rp.2,000,000 with a total of 30 people (50%), buying whole milk more than 3 times as many as 47 people (78.3%), and as many as 31 people (51.7%) milk product information from a friend. Lifestyle (X1), place (X3), promotion (X4) has a significant effect on the desire to buy, while the price (X2) and product quality (X5) have no significant effect on the desire to buy. When making a purchase of whole milk CV pillow packaging. National Mind, problem recognition is the most important component (weight 6.25) that consumers consider in making decisions. While the least consideration done by consumers is the alternative evaluation stage (4.65) because consumers are already convinced that when consuming cv whole milk. The National Mind can meet the needs desired by consumers.]]>
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